benjamin moore / social campaign

Did you know Benjamin Moore paint is only sold at independent & locally owned stores? Probably not, and therein lies the issue. So to catch unknowing shoppers before they end up at Home Depot with no Benjamin Moore paint in sight, we decided to meet them at an earlier stage of the painting process: when they’re home, browsing for color and interior design ideas on Pinterest.

We hijacked the platform with 40 hand-made home props featuring our message, “BENJAMIN MOORE IS ONLY SOLD AT LOCALLY OWNED STORES,” and added said props to existing brand photography. These new(ish) images were then unleashed them all over Pinterest and Instagram, no doubt sneaking their way into “Home Inspo” folders everywhere.

REAL PROPS:

These real props were then placed onto existing Benjamin Moore imagery as easter eggs.
These are just a few of the many, many, images.

Then they went on Pinterest and Instagram:

People started noticing (and taking the hint)

To continue infiltrating our message, the props have snuck into Benjamin Moore TikTok content, and even other spots…

2022
Made at FIG with Asan Aslam and Frank Benavides
Typography for artwork by Simon Walker
Prop Production by ABC Props
Interior photography by Benjamin Moore